The 2024 WNBA Draft shattered viewership records with 3.09 million people tuning in to witness the event, showcasing the growing interest in women’s sports. Among the top picks was Caitlin Clark, who made her debut as a member of the Indiana Fever. However, despite the excitement surrounding her WNBA debut, Clark, like many women athletes, faced objectification from the media. During a media session at Gainbridge Fieldhouse, columnist Gregg Doyel made inappropriate comments towards Clark, exemplifying a larger trend of objectifying women athletes and undermining their accomplishments.
This objectification of elite women athletes is a pervasive issue in the sports industry, with media often focusing on their appearance, personal lives, or comparing them to male counterparts, rather than celebrating their athletic abilities. Serena Williams and Simone Biles, both highly successful athletes in their respective sports, have also faced objectifying treatment by the media. Williams’ achievements have been overshadowed by discussions on her body and clothing choices, while Biles has been scrutinized for trivial aspects like her hair and makeup, rather than her exceptional talent and dedication.
The impact of objectified media coverage on women’s sports goes beyond personal discomfort, affecting consumer behavior, viewership, and fan engagement. Research shows that objectified coverage of women’s sports leads to lower expectations for events, reducing the appeal of women’s sports to potential new viewers and consumers, ultimately hindering the growth potential of women’s sports. Sports journalist Kavitha Davidson highlights the double standard in the treatment of men’s and women’s sports, with objectification often used to undermine the legitimacy of women’s sports.
By allowing objectification to persist in media coverage, leagues, teams, and media outlets risk perpetuating harmful stereotypes and hindering the progress of women’s sports. It is crucial for all stakeholders in the sports industry to address and combat objectification of women athletes, ensuring that they are valued and respected for their athletic achievements rather than superficial aspects. Creating a more inclusive and equitable environment for women athletes is not only a matter of fairness but also a strategic imperative for the growth and success of women’s sports.
